The Empirical Study Between Consumers' Food Safety Risk Perception And The Facets

“Hunger breeds discontent,food-an as the first”,food is the necessities for human beings to sustain life and health. It is also the material base of all human social activities. Along with the improvement of life quality and health consciousness of people,food safety issues increasingly widespread concerned by governments, scholars, consumers and relevant groups. The accumulation of food safety incidents have already caused the consumers' food safety panic. It has induced the confidence of consumers for our country's food safety,which has brought lots of anxiety and fear to consumers. That is,the accumulation of incidents might brought specific hazards for the economic order and can affect the general consumer confidence in safety of food in the long-term.The thesis is an empirical study,through empirical research to examine the relationship between the consumers' food safety risk perception and the facets. This thesis use relevant theoretical basis of food safety for consumers as a guide, by reading lots of literature,the thesis starting from the factors influencing consumers' food safety risk perception,constructed the structural equation modes between factors and facets. The questionnaire data was obtained through the network survey, by using SPSS19.0 and AMOS19.0 software, through comprehensive analysis method to evaluation the Chinese' consumers' food safety risk perception state from the overall level,to explore the relationship between the food safety risk perception factors and the perceived risk, perceived risk and the facets,through the path analysis method to explain the extent of the measurement variables to the latent variables,and through confirmatory factor analysis method to verify the fitting degree of the constructed structural equation mode.The main innovations of this thesis:(1)listed the 4 dimensional factors of food safety risk perception innovative;(2)constructed the concept structural equation mode between food safety risk perception factors and the facets,and also used confirmatory factor analysis to test the fitting degree of the conceptual model;(3)the thesis discussed the influence degree of factors to food safety risk perception,and obtained the path coefficients between food safety risk perception and the facets,also obtained the path coefficients between the latent variables and their respective corresponding measured variables. Which in order to provide a basis for improving consumer confidence in food safety.